Looking to improve your deliverability? There are a number of factors that contribute to your emails’ inbox placement.

In this article, we’ll review all those factors as well as:

  1. Best Practices
  2. How to Monitor Delivery + Deliverability in Privy

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Best Practices

There are 6 major best practices that every business should have in place in order to improve and maintain healthy deliverability:

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Monitor Delivery and Deliverability

Now that we’ve covered best practices, let’s go over how you can keep track of your campaigns and automations performance, and how those metrics translate into your delivery and deliverability health.

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Which metrics are most important?

To measure your delivery, you’ll want to focus on how many emails successfully made it to your subscribers:

To get a pulse on your deliverability, you’ll want to focus on your emails’ engagement metrics:

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Where can I find these in Privy?

On the home page of your dashboard, you’ll see records for all emails sent in the selected timeframe. This the last card on the page. It will give you insights into your deliverability over multiple campaigns + automations:

To see specific details about individual Campaigns or Automations, you can access them by going to your Campaigns or Automations pages and clicking on a specific email.

For more detailed information on how to find individual email reporting, check out these articles:

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Benchmarks

Now that you know where to look for your deliverability numbers, let’s go over the ranges that are considered ideal for each relevant metric:

  • Open rate: a good open rate stands at between 17% and 28%, though this depends on your store’s industry.

  • Click-through rate (CTR): A good CTR is between 2% and 5%, but it also depends on your store’s industry.

  • Spam complaints: 0.1% and below is the ideal number for spam complaints. This would mean that only 1 contact marks your email as spam per 1000 delivered emails.

  • Bounces: The ideal bounce rate is 2% or lower. Anything between 2% and 5% is worth investigating, and anything over 5% is considered critical and requires immediate action to improve.

  • Unsubscribes/opt-outs: The ideal number of unsubscribes in a single email should be around 0.5% and below, meaning 5 customers unsubscribe per 1000 delivered emails.